Chipotle Admits to Portion Size Issues at Some Locations

Chipotle Mexican Grill has acknowledged customer complaints regarding inadequate portion sizes at certain restaurants. CEO Brian Niccol revealed during an earnings call that an internal investigation found approximately 10% of the chain's 3,500 locations were serving smaller meals than expected. This revelation comes after customers reported receiving larger portions when they filmed their orders being prepared, raising concerns especially after recent price increases. Initially, Chipotle had responded to complaints by stating that while portion sizes had not changed, there could be variability in the size or weight of meals. However, Niccol's admission marks a shift in the company's stance, as he emphasized the importance of maintaining generous portion sizes, which he described as a key aspect of Chipotle's brand equity. The company plans to retrain and coach staff at the identified outlier locations to ensure consistency in serving sizes. The issue has garnered attention beyond customer complaints, prompting a Wall Street firm to conduct its own investigation. Analysts from Wells Fargo ordered and weighed identical burrito bowls from various Chipotle locations, discovering significant discrepancies in portion sizes, with some bowls weighing up to 33% more than others. Niccol expressed optimism that addressing the portion size problem at the affected locations could enhance customer satisfaction and improve the brand's reputation through positive social media feedback. He reassured stakeholders that the majority of Chipotle restaurants continue to operate normally, maintaining their standard portion sizes.